The traffic generating power of 'Foot Fall'

What is 'Foot Fall?'

'Foot Fall' is a retail term. It's used more in the UK than in the US and other countries. I learnt it from a relative of mine who runs a small retail outlet for greeting cards. When she explained it to me I realized that this simple term has a lot to do with web business. Let me explain...

In her retail store they have a number of 'concessions'. They have a terminal from which you can purchase tickets for their 'National Lottery', they have a post office counter so you can buy your stamps, send parcels and pay bills. You get the idea.

Now each of these concessions doesn't actually pay the owner of that business a lot of money. Lottery tickets pay less than 5% - not too good when you consider the paperwork, cost of running the machine, etc. So what makes a shop put in a terminal like that?

"Foot Fall" - agghh, there's that term again and I still have not explained what it is.

Basically the lottery company and the owners of any of the other concessions claim that because you sell lottery tickets, people will visit your shop to buy them, and whilst they are there you can capitalize on it and sell them your own wares, which of course you'd be making a higher profit on.

The people that enter your store initially with only the intention of buying from a concession are called "Foot Fall".

How this applies to your web site.
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The basic principle of "Foot Fall" is simple. People visit you for something that you make little or no money out of, and whilst they are there you have the opportunity to sell them something with a larger profit margin. This makes it worth your time and effort.

Creating your own 'Foot Fall'
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You can create "Foot Fall" fairly easily yourself when it comes to web sites. All you have to do is find something that you can offer for little or no money that will benefit your potential customer. Then create an advertising campaign for the 'free' item. I generate a large number of visitors to my web site simply from small classified ads offering three marketing e-books that I put together as well as a bunch of reports, many of which are my own original work and are exclusive to my site. I run ads in e-zines, on classified sites and have set-up some reciprocal links with other sites.

I know that a lot of my visitors come for the free gifts, in fact I monitor the downloads of the e-books and know how often they are getting requested. The great part is this: Although I had to invest my time and effort into writing reports and making them available, apart from the small time investment, it has cost me nothing.

The 'foot fall' this creates is incredible. I know a lot of people come for the free stuff, check out my main products and a fair number of them buy. Plus I've gained thousands of e-zine readers too.

If you don't want to create your own e-books or reports there are many authors who will let you use theirs. I have some you can 'steal' on my site at http://www.succeed4u.com/

It's interesting how this age-old retail concept can be adapted to work on the web. Sit down and think for a moment of things you could use to draw visitors in on a 'foot fall' basis.

Here's a few ideas I came up with: - Free reports or articles - Free piece of software. - Free entry in prize draw or sweepstakes. - A discounted or free ad in your e-zine. - Chance for a reciprocal link on your page. - One of those vouchers for a 'free' holiday that you can buy for pennies.

There are now companies on the web offering free dial up access who pay you for referrals, others that will let you set-up your own 'free email' service and forums. If they fit in with your theme they are great 'hooks' to draw in "Foot Fall"

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You are free to use this article as long as this
resource box is included. (C)2000 Andy Brocklehurst.
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